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Selling More Than Just A Product Advertisements for various products are seen everywhere a person lookson billboards in magazines on television and countless other places What draws the consumer into the advertisementthe actual product the display of the sensual woman as she drinks a glass of milk or the muscular man sporting a Ralph Lauren blanket as a loincloth These types of advertisements display unlikely depictions of men and women to society Today advertisers use the influence of gender and sex to sell various products to consumers resulting in unrealistic expectations of men and women to society According to Vernon Fryburger author of the book The New Age of Advertising The most important job for advertising is to make a sale for a product or a service and to do so it must clearly establish a rapport with its audience which means that it must consciously stay within relatively narrow bounds of acceptability in terms of language visualizations and general background and frame of reference 15 Advertisers use many different strategies to sell their products to consumers They spend over 200 billion dollars per year attempting to get the attention of consumers and to influence their decisions An average person views 250 advertisements every day and over two million advertisements by the time they are twenty-five years of age Baran 278 When advertisers are working on campaigns they think about what the consumer wants and needs to see in order to purchase the product More often than not attractive seductive-looking individuals are chosen for ads Percy and Rossiter 1-5 When advertisers are preparing ad campaigns they will usually discuss women and men can be Liechty 2 profitably pictured Goffman 25 An example of how advertisers show how women can be profitably pictured can be seen in many Guess advertisements Guess has published advertisements implying that girls can use their sexuality to free themselves from parental constraints Moog 156 Versace is yet another

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